Live sports have always been the gold standard for “appointment viewing.” Whether it’s a Sunday afternoon kickoff or a prime-time showdown, the ability to gather millions of engaged fans in one place has made sports the crown jewel of the advertising world.
But the playbook is changing.
When we take a step back and look at the sweeping changes transforming sports media, one thing becomes clear: marketing intelligence is the real MVP. In a world where rights deals, platforms, and audience behaviors shift faster than a playoff game’s momentum, having the right insights isn’t just helpful.
Sports Ad Intelligence is the only way to stay ahead of the competition.
Sports TV Rights Deals
"Exclusive streaming rights are rewriting how fans watch and how brands show up. For example, the NFL and NBA now cut across a tangle of cable, broadcast and exclusive streaming deals, giving advertisers new ways to reach audiences, but making it harder than ever to see the full picture. In this new era, clarity isn’t optional. It’s a competitive advantage."
— Matt Krepsik, CEO of MediaRadar
For decades, buying sports inventory was straightforward: secure a spot during the game and you’d reliably reach your audience. But now, viewing is spread across multiple channels, devices and subscription models. A Thursday night NFL game is exclusive to Amazon Prime. An NBA matchup might appear on both cable and Amazon Prime.
How brands approach advertising in this new framework is yet to be mapped. These changes have blurred the lines between traditional and digital media, forcing advertisers to rethink:
In this environment, legacy buying habits no longer guarantee reach. You can’t just follow the same checklist year after year and expect success. Brands need visibility into how the market is moving right now.
Key questions every sports advertiser should be asking:
MediaRadar’s Sports Ad Intelligence: Your Competitive Edge
This is why MediaRadar is doubling down on Sports Ad Intelligence. The sports media landscape is changing rapidly and while the market urgently needs clear, actionable insights, no one is equipped to deliver them the way MediaRadar can. Our massive, connected data set gives us unmatched clarity into how brands, agencies and publishers are navigating this new game.
We bring the entire picture into focus to reveal not just what’s happening but why it matters and where the opportunities lie:
From the NFL to the NBA, we’re providing the market’s most comprehensive, real-time view of sports advertising. In an environment where rights deals, viewing habits and platform strategies are constantly evolving, this level of intelligence lets you move with confidence to turn disruption into opportunity.
The sports media landscape isn’t just changing, it’s redefining the rules. Rights deals are moving games onto new platforms, audience habits are evolving and the competition for fan attention is fiercer than ever.
Those who understand where the game is going and adjust their strategy accordingly will win.
MediaRadar’s Sports Ad Intelligence is here to make sure you’re one of them.
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ABOUT THE AUTHOR | Jay Nielsen
Jay Nielsen is the Vice President of Product at MediaRadar, where he draws on extensive experience in product management, retail media, and B2B SaaS. He has led global teams at Criteo and Nielsen, building innovative solutions that streamline media buying and help brands and agencies drive measurable results.